Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price
AbstractThe household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer’s motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 r...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2022-12-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2022.2143015 |
| _version_ | 1797980901039144960 |
|---|---|
| author | Kamran Khan Sobia Iqbal Kashif Riaz Irfan Hameed |
| author_facet | Kamran Khan Sobia Iqbal Kashif Riaz Irfan Hameed |
| author_sort | Kamran Khan |
| collection | DOAJ |
| description | AbstractThe household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer’s motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 respondents, the findings show that gain and hedonic motivations significantly affect purchase intentions; however, normative has an indirect role. In addition, the knowledge and perceived price significantly moderate the motivational factors. The study provides invaluable insights for policymakers and practitioners in identifying the motivational factors, and the means of guiding the right behaviors for sustainable consumption. |
| first_indexed | 2024-04-11T06:02:02Z |
| format | Article |
| id | doaj.art-8218e8edce144acbb3bf088e7ad0cb42 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-11T06:02:02Z |
| publishDate | 2022-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-8218e8edce144acbb3bf088e7ad0cb422022-12-22T04:41:39ZengTaylor & Francis GroupCogent Business & Management2331-19752022-12-019110.1080/23311975.2022.2143015Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived priceKamran Khan0Sobia Iqbal1Kashif Riaz2Irfan Hameed3Management Sciences, DHA Suffa University, Karachi, PakistanManagement Sciences, DHA Suffa University, Karachi, PakistanDepartment of Business Administration, Shaheed Zulfiqar Ali Bhutto University of Law, Karachi, PakistanCollege of Business Management, Institute of Business Management College of Business Management, Karachi, PakistanAbstractThe household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer’s motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 respondents, the findings show that gain and hedonic motivations significantly affect purchase intentions; however, normative has an indirect role. In addition, the knowledge and perceived price significantly moderate the motivational factors. The study provides invaluable insights for policymakers and practitioners in identifying the motivational factors, and the means of guiding the right behaviors for sustainable consumption.https://www.tandfonline.com/doi/10.1080/23311975.2022.2143015sustainable food consumptiongoal-framing theorygain motivationshedonic motivationsperceived price |
| spellingShingle | Kamran Khan Sobia Iqbal Kashif Riaz Irfan Hameed Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price Cogent Business & Management sustainable food consumption goal-framing theory gain motivations hedonic motivations perceived price |
| title | Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price |
| title_full | Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price |
| title_fullStr | Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price |
| title_full_unstemmed | Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price |
| title_short | Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price |
| title_sort | organic food adoption motivations for sustainable consumption moderating role of knowledge and perceived price |
| topic | sustainable food consumption goal-framing theory gain motivations hedonic motivations perceived price |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2022.2143015 |
| work_keys_str_mv | AT kamrankhan organicfoodadoptionmotivationsforsustainableconsumptionmoderatingroleofknowledgeandperceivedprice AT sobiaiqbal organicfoodadoptionmotivationsforsustainableconsumptionmoderatingroleofknowledgeandperceivedprice AT kashifriaz organicfoodadoptionmotivationsforsustainableconsumptionmoderatingroleofknowledgeandperceivedprice AT irfanhameed organicfoodadoptionmotivationsforsustainableconsumptionmoderatingroleofknowledgeandperceivedprice |